According to The Verge, Mozilla’s new for-profit CEO, Anthony Enzor-DeMeo, is staking the company’s future on Firefox and a privacy-focused AI strategy. He confirmed an “AI Mode” is coming to the Firefox browser next year, which will let users choose from multiple AI models, including open-source options, Mozilla-hosted cloud services, and likely models from giants like Google and OpenAI. Enzor-DeMeo, who has been at Mozilla for a year leading the Firefox team, says the browser still has 200 million monthly users and is growing on mobile. His immediate priority is building “the best browser,” with new features like a built-in Mozilla VPN arriving next year. He acknowledges the need to diversify revenue away from the Google search deal but believes it can be done through the browser via subscriptions, ads, and services, even estimating that blocking ad blockers could bring in $150 million—a move he calls “off-mission” and won’t do.
The AI Trust Play
Here’s the thing: Enzor-DeMeo’s entire pitch hinges on one word: trust. He’s betting that in the chaotic, data-hungry world of AI, people will crave a neutral intermediary. A browser that doesn’t push one model but lets you pick, from a company that isn’t incentivized to sell your queries. It’s a compelling idea on paper. But is it enough? Firefox’s market share is a fraction of Chrome’s, and most people just use whatever AI tool is easiest or already bundled. Mozilla’s promise of being a trustworthy guide assumes users are actively seeking that out. I’m skeptical that’s a mass-market behavior… yet. But in a world of increasing AI regulation and privacy backlash, planting that flag now is probably smart. It gives them a clear, values-driven niche in a market where everyone else is just racing for raw capability.
The Browser Wars Are Back (Maybe)
So, are the browser wars really back? Enzor-DeMeo seems to think so, and he’s not alone. The theory is that AI integration is such a fundamental shift that it resets user habits. People might be willing to switch from Chrome if a new browser offers a dramatically better AI experience. That’s the opening Mozilla, and others like Arc, are trying to exploit. But let’s be real. Chrome’s dominance is monolithic, built on deep integration with Google’s ecosystem. Firefox’s 200 million users are a solid, dedicated base, but climbing from there is a Herculean task. Their best shot isn’t beating Chrome on features—it’s beating them on ethics. Convincing even a small percentage of Chrome users that their privacy is worth a switch is the entire game. And that’s a tough sell when the default option is “free” and incredibly convenient.
The Google-Shaped Elephant
Now, we have to talk about the money. Enzor-DeMeo says he needs to diversify revenue away from Google, but not away from the browser. That’s a crucial distinction. He’s not looking to spin up some random SaaS product. He wants Firefox itself to make money in new ways: subscriptions for VPN and Monitor, its own ad business, and maybe other search/AI placement deals. Basically, he wants Firefox to be a sustainable platform. The problem? That Google deal is reportedly worth hundreds of millions annually. Replacing even a part of that is a massive challenge. Building a successful subscription service inside a product most people expect to be free is the defining hurdle for so many software companies today. Mozilla has the brand trust, but converting that into credit card payments is a whole different battle.
A Pragmatic Idealist?
What strikes me about Enzor-DeMeo’s plan is its pragmatism wrapped in idealism. The mission—an open, trustworthy web—is front and center. But the tactics are straight out of a business textbook: double down on your core product (Firefox), attach new revenue streams to it (VPN, services), and exploit a market shift (AI confusion) to gain share. He’s even openly talking about the financial temptation of blocking ad blockers, just to say he won’t do it. That’s a wild thing for a CEO to admit. It shows he’s aware of the brutal financial pressures while trying to hold a line. Ultimately, his success won’t be measured by whether he keeps Mozilla pure. It’ll be measured by whether he can make Firefox grow again. If he can’t, the noble mission becomes a lot harder to fund. The next year, with that AI Mode launch, will be the first real test.
